How to think of yourself as a brand

A lot of folks I work with are the sole face of their service-based business (e.g. yoga teachers, mental health therapists, business consultants, etc) and one of the most frequent road blocks they encounter is figuring out how to promote themselves as a brand. 

I get it, it's really tough to think of your business as something separate from you — especially if it's you that you're promoting, and when it's so connected to your identity!

But it's key to separate yourself from your brand to some degree so that the brand can flourish as its own entity. Here are some tips!

1. Start with strategy.

Who is your target audience, and what resonates with them? What are your business goals? What services does your business offer that is unique from competitors?

Start by creating a brand strategy that will provide a strategic foundation & direction for your brand's identity.

2. Select your key qualities.

Your brand doesn’t need to show every aspect of your personal identity, nor should it.

Pull out your key qualities & values that your brand must embody based on the strategy you just created (what will help you connect with your audience?) and set those as the central features of your brand's identity.

3. Identify your unique perspective.

What is unique about you that sets you apart from your peers & competitors? Is it your vibe, your personality, your approach, your expertise?

Lean into this unique perspective in your brand identity as your value proposition.

4. Focus on your why.

Every brand is guided by a mission and a purpose. What’s yours?

Get clear on WHY you’re doing the work that you do, and let that drive your brand’s mission statement.

Make it clear what you hope to achieve, how, and for whom. This can help you remember that your brand is in service of something that's bigger than you.

5. Consider a business name.

Some business owners find that creating a business name helps them visualize the brand as an entity separate from themselves, allowing it to grow into a space that’s bigger than just one person. It can also help give the brand more credibility.

You'll know if this is right for you depending on 1) how important it is that your business be associated with your name or not, and 2) what your goals are for business growth in the next 3+ years.

6. Don't be afraid to be authentic.

While your brand doesn't need to embody EVERY aspect of who you are, for the key qualities that you do choose to pull out make sure you do so authentically.

People connect better with brands when there is some human element to them, and that is especially true for service-based small businesses that provide 1:1 services directly to other people.

So don't be afraid to show some personality in your marketing, as long as it's in line with your brand strategy.